Gen Z’s Obsession or Brands’ Marketing Strategy?

Bengaluru witnessed an unusual phenomenon on Valentine’s Day morning. Youngsters swarmed before Nothing’s flagship retail store in the city. Usually, such huge crowds are witnessed during the launch of new iPhones but this morning, Nothing Technology Limited replicated the happening when it opened its first flagship retail store in India, second only to the outlet launched at Soho, London.

Nothing made the announcement of the store launch in Bengaluru on social media and it attracted the interest of thousands of youngsters, interested in tech gadgets.

London-based Nothing sells consumer electronics like smartphones, wireless earbus and related accessories, like chargers, cases and  apparel too. The company focuses on bringing a minimalist, and transparent aesthetic to technology. It also has a budget-friendly sub-brand, CMF.

When Nothing’s launch was marked by huge crowd, some said that GenZs are too obsessive with mobiles and other electronic gadgets while a few others felt that the company’s marketing tactics on social media could have pulled big crowds, to boost the sales.

Some netizens said that the launch could be stage-managed by offering some freebies while others laughed it off saying a majority of them only queued up at the store to pass their free time but could have bought nothing.

The Bengaluru store has been opened as part of Nothing’s international growth campaign after being successful in Series C funding round, when the company was valued at $1.3 billion.

Nothing asserted that its retail store in Bengaluru is more than a sales outlet, providing a full brand experience to the customers.